La Trobe University turns clever into currency with new activation via SDWM and AIRBAG

Prospective university students have been inspired to be ‘All Kinds of Clever’ thanks to a La Trobe University activation, conceived, designed and built by the SDWM and AIRBAG teams, that enables them to pay with their own clever.

Launched at the VCE Careers Expo a week ago, Use your clever introduced three custom designed and built ‘Clever Machines’, each stocked with great prizes. All students had to do to receive them was show how clever they are.

The clever machines only accept clever, not cash, and through a series of bespoke games designed to test and measure different skills and attributes, players were able to win various prizes.

From emotional intelligence to teamwork, each unique game highlighted different kinds of clever valued by industry and future employers, that students will develop and use when they study at La Trobe. These types of skills develop well rounded graduates and are what sets La Trobe apart.

In addition to the clever prizes, players were rewarded with an insight into their strengths and aptitudes, with their clever scores shared in a follow up email.

The hands-on experience was created with the objective of demonstrating the kinds of clever important for University graduates that La Trobe develops.

Says Matt Boyd, director of market development, La Trobe University: “This activation was a fun way of engaging with students and introducing them to the kinds of clever they will need in the workforce once they graduate University, in addition to their degree, and how La Trobe is teaching these skills to all students, ensuring they are ready for their careers.”

The activation proved incredibly successful, with thousands of students taking part and enjoying the clever games.

SDWM creative Eddie Coghlan describes the experience as a tangible demonstration of La

Trobe’s ‘All Kinds of Clever’ brand positioning.

Says Coghlan: “Our challenge was to create an activation that didn’t just promote ‘All Kinds of Clever’, but was clever in itself. And in an environment where students are bombarded with gimmicks and giveaways, creating an educational and intriguing experience really set the brand apart.”

Says Steve Nicholson, creative technologist, AIRBAG: “We’ve loved creating this technology in a way that surprises and delights. La Trobe set us the ambitious task of not only engaging high school students at the expo, but also communicating an important brand message, whilst generating a new sales lead every 60 seconds. It’s immensely satisfying to feel that we did all three.”

Client: La Trobe University

Business Director: Jarrick Lay